Launched twelve years ago, innocent sells more than two million pure fruit smoothies each week in 11,000 UK outlets.
Here’s the story behind the “face with the halo” logo quoted from a comment thread on the
Fast Tractor innocent blog.
The story goes like this — the name ‘innocent’ came from us (actually via Rich (founder) going through the thesauruses in Huddersfield town library). We had a fair few dodgy names before settling on innocent.
The logo was designed by Gravy at Deepend. Gravy doodled on a piece of paper in front of us in response to our brief ‘we just need a face with a halo above it’, and we looked at his first sketches and said ‘that’s it’.
We agreed that Deepend would provide us the first 18 months of design services in return for them getting 2% equity, but Deepend went bust so the equity reverted back to us.